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Why a £50 lead can be the cheapest thing you buy all month
Say “fifty pounds a lead” to some business owners and they wince. Say it to a business selling premium fitted home installations and they lean in. Here is why the price of a lead means nothing on its own.
One of our home improvement clients fits high-end bespoke installations. Last month their Facebook Ads brought in 6 quality leads at £50.35 each. On paper that sounds pricey next to the businesses paying pennies a click. In reality it is nothing, because a single installation project is worth many times that lead cost. Get one job from those six enquiries and the entire month of ad spend has paid for itself several times over.
August vs July, the right direction
Cost per lead only matters next to lead value
A £2 lead for a £20 product can be terrible. A £50 lead for a several-thousand-pound project can be brilliant. The number on its own tells you nothing. What matters is the gap between what a lead costs you and what a customer is worth, and for a considered, big-ticket trade that gap is enormous.
That is why we never chase the cheapest possible clicks for a business like this. Cheap clicks from the wrong people are the real waste of money. We would rather pay a fair price for an enquiry from someone genuinely planning the work.
A lead is only expensive if it never turns into a customer.
And it is getting cheaper every month
The other half of the story is the trend. This was not a one-off. Compared with the month before, cost per lead dropped 18%, lead volume rose 20%, reach grew 26% and the cost per click fell 15%, all while spending slightly less overall. The campaign is not just working, it is getting more efficient the longer it runs.
That is what a properly managed campaign should do. Every month it learns a little more about who buys, and every month the numbers tighten. For a trade where one job can be worth thousands, that compounding efficiency is exactly what you want.
Stop judging leads by their price. Judge them by what they turn into.
If you sell something worth real money and want Facebook Ads that bring in enquiries worth having, book a free strategy call and we will show you how to buy leads that pay for themselves.
